Cover Brice Tchaplyguine, the managing director for Tag Heuer in the Asia Pacific, poses inside its newest boutique in Bonifacio Global City
Brice Tchaplyguine, the managing director for Tag Heuer in the Asia Pacific, poses inside its newest boutique in Bonifacio Global City
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Brice Tchaplyguine, the managing director for Tag Heuer in the Asia Pacific, was in Manila to launch its newest boutique in Bonifacio Global City
With responsibility across over a dozen markets, including South Korea, Australia, and Southeast Asia, Brice Tchaplyguine’s role as managing director for Tag Heuer in the Asia Pacific is no small feat.
Tchaplyguine began his journey with Tag Heuer as a sales manager in Dubai at the beginning of 2020. By October of the same year, he assumed the general manager role for the Middle East. He then expanded his career by including African and Indian markets, exhibiting his exceptional leadership and strategic insight.
A graduate of France’s EDHEC Business school, Tchaplyguine moved to the Middle East, where he oversaw the subsidiary’s establishment and implemented a transformative business model to lead it to profitability and sustainable growth.
The Swiss luxury watch brand has always had a special place for Tchaplyguine because of its core principles, which complement his philosophy. “The DNA of the brand is close to my DNA,” he said. Now, Tchaplyguine is charting Tag Heuer’s course across the Asia Pacific, overseeing sales, marketing, and aftersales efforts of 18 markets, including the Philippines.
Above Brice Tchaplyguine leads the launch of Tag Heuer's newest boutique at The Watch House in Bonifacio Global City.
Above TAG Heuer executives leading the ribbon-cutting ceremony to formally open the new boutique
Brice Tchaplyguine leads the launch of Tag Heuer's newest boutique at The Watch House in Bonifacio Global City.
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Tag Heuer, together with Lucerne, recently opened its newest boutique at The Watch House in Bonifacio High Street Central, BGC. It is now open from Monday to Sunday, 11am to 8pm.
“The Filipino market, from what I see, the potential is very high. There is a [need] for sophistication. The middle class is growing in the Philippines. There is a desire to increase the footprint of luxury brands in malls, so for us, it’s a big potential,” Tchaplyguine told Tatler.
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Above Tchaplyguine began his journey with Tag Heuer as a sales manager in Dubai at the beginning of 2020.
Tchaplyguine began his journey with Tag Heuer as a sales manager in Dubai at the beginning of 2020.
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What inspired or motivated you to pursue a career in the luxury watch industry, specifically with TAG Heuer?
Mostly because the DNA of the brand is close to my DNA. I love sports and I am passionate, and since I’m very young, I love innovation. The DNA of the brand really matches my values. From the beginning, I was really seduced by the brand and the people I met during my interview process.
What is your vision for TAG Heuer’s development and growth in the Asia Pacific region, and how do you plan to achieve it?
I’m very enthusiastic about the Asia Pacific because the potential of countries, like the Philippines, is huge. In South Korea, we are creating a subsidiary, it's a huge market with huge potential. We also have Australia, which is a very mature market. We have a very strong brand position there, one of the highest in the world. In Southeast Asia, including the Philippines, we have to build the brand and the distribution. We have to find the right partners to support the brand, who understand the strategy well, in terms of communication, marketing, clientele, and boutique development.
See also: Three of the thinnest watches in the world today
What values or principles guide your leadership style, particularly in fostering collaboration and driving business success?
Collaboration is key. This is what I repeat to the team every single day. Working together and sharing information is really key for a team to perform. Also, TAG Heuer is all about energy, passion, and enthusiasm. It’s important for the team to be fueled by the energy of the brand, the DNA of innovation, and always pushing the limits. It’s also important to have a mindset of not sticking to the box but thinking differently and trying new ideas for tomorrow.
Where do you want TAG Heuer to focus in the coming years?
Innovation for sure. It’s important to continue to build upon these strategies that we put in place. It’s a main priority to continue to develop boutiques, like this one in the Philippines, to continue to build up the network. It's so important to continue to find and keep building relationships with our partners because you can count on a strong and solid network.
Above The distinctive square-shaped TAG Heuer Monaco has been worn by racing legends and mavericks since 1969
The distinctive square-shaped TAG Heuer Monaco has been worn by racing legends and mavericks since 1969
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Personally, which TAG Heuer watches do you like wearing?
I like wearing the Monaco because, for me, this is clearly the masterpiece of the Maison that made TAG Heuer successful and well-known all around the world. It’s a square watch with all the heritage of Steve McQueen. This is a symbol of innovation, an iconic piece and very timeless.
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Credits
Photography: Jon Hipe
Syrah is Tatler Philippines’ Power & Purpose editor, where she spotlights extraordinary journeys shaping the Philippines and Asia. She covers business, innovation, impact, and culture—chasing the people, ideas and forces shaping how we live and think today.
